Up to 85% of CRM projects are deemed to have failed, and when we drill into the reasons for the perceived failure, it is often one of three reasons:
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So why is there this failure in user adoption? Why don’t users use the system?
When we drill into the reasons that users are not using the CRM solution, we find three common reasons:
When we discuss this with the users, the feedback is usually that their previous way of working works just fine. To make a change, users must see value to them. This is commonly because:
This happens either when end user training was omitted, or was poorly delivered.
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There are some common mistakes made with training – assuming that it happens at all:
When any of the above occur, although training is deemed to have happened, it has not really happened – effective training has only happened when it changes behaviour. This is the difference between tick-box training and real training.
End user training for any solution such as CRM, if it is to be effective, must:
End user training cannot be standard - off the shelf - delivered to multiple organisations.
When we drill into complaints that the new system takes too long, we find two outcomes:
We must differentiate between a real and perceived time increase.
When the process is longer than previously, is there a good reason for the increase in time – a reason that delivers benefit to overall organisation, perhaps even to this user albeit not now? If this is true, with some broader education, the users will probably accept the time increase.
If there is no good reason for the increase in time, a way must be found to reduce the time – perhaps with automation – making the system do something that the users are now doing, or hardware improvement or by rationalising the process – perhaps reducing data entry, either removing fields completely, or moving to pick lists rather than text fields, or simplifying forms.
When the process only feels longer than previously, even though it is not actually any longer, it is usually a lack of familiarity with the new process and so users should be encouraged to give it time. Once they have reached the same level of familiarity with the new process that they had with their previous process, the problem will go away.
Poor user adoption of a solution such as CRM will cost money – and that is money in addition to the money already invested in the solution. Some of this wasted money is direct in time spent by users, some of it is the effects of reduced user morale, which may lead to staff churn, and some of it will be rectifying the problem.
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Published by Gill Walker
Gill Walker is many things:
Opsis is an expert Microsoft Dynamics 365 consulting company. Our focus is your Microsoft Dynamics 365 success - not licence sales or billable hours. As Principal Consultant, Gill oversees all business operations and strategic planning and execution, yet she still believes in offering personal attention to each and every client, so as to understand their needs and offer tailored solutions. We are based in Sydney, with clients in Sydney, Canberra, Melbourne, Brisbane and across Australia. We offer Microsoft Dynamics 365 strategy, Microsoft Dynamics 365 scoping, Microsoft Dynamics 365 implementation, Microsoft Dynamics 365 technical support, Microsoft Dynamics 365 advice and guidance, Microsoft Dynamics 365 training and mentoring.